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In its first product launch since its $26bn acquisition by Microsoft, LinkedIn has launched programmatic buying for its Display Ads offering.
Advertisers can now buy display ads programmatically either through an Open Auction or LinkedIn Private Auctions.
Open Auction is more for those already buying programmatically, while Private is for those looking for extra targeting capabilities and to use their own third party data.
Private Auction allows gives advertisers an option to target select LinkedIn audience segments (for example ‘marketing professionals’) if you don’t want to use your own data.
For both options however, advertisers need to be whitelisted.
LinkedIn supports the majority of demand-side platforms (DSP’s) and agency trading desks and has over 4,000 premium brands enabled to run across its site.
One customer who’s been trying out programmatic buying is media agency Essence, whose programmatic media planner Agatha Isabel said in a blog it was generating good results ni terms of monitoring and targeting.
Head of products for LinkedIn Marketing Solutions Russell Glass said in a blog announcing the launch: “The media-buying landscape is rapidly changing. This is especially true in how advertisers are choosing to buy display media.
“We know that as a data-driven marketer you need more efficient ways to reach the right people. You want programs that meet, or better yet, beat specific performance metrics. It is our mission to help you fulfill your goals by making it easier than ever to reach the professional audiences that matter most to you.”
Of course, this won’t be the last product announcement to come after the acquisition – so keep your eyes peeled for more from the professional network.
